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Will GM Name it the Volt But Change the Brand?

October 2nd, 2007 | Posted in: Brand, Production, Public Opinion

We have previously discussed the importance of naming this car the Volt (see previous post), and even got GM to make some comments about it. We took an informal poll and found an overwhelming majority of visitors here wanted the production car to keep the Volt name (see post).

As we also reported, the UAW contract reveals definite plans to produce the Volt in Detroit in 2010.

An interesting observation though was made by MotorTrend blogger Todd Lassa. He analyzed the contract and noted most of GMs commitments were referred to under brand and name, such as writing that the Buick Lucerne, for example, would also be built at Hamtramck until 2010, or that the Chevrolet Malibu would be built in Fairfax, KS until 2010.

BUT, as he points out the Volt is being called, differently, the Global Delta Volt (referring to its platform) and not the Chevrolet Volt. He thinks this means GM might want to put the Volt out under another brand.

Sam at Autobloggreen doesn’t think that’s the case (link).

I don’t think so either. Perhaps it is not being referred to as Chevy because the car doesn’t actually exist yet, Lucernes and Malibus do.

Clearly, in meetings I’ve had with GM execs, they want this car to be a Chevy, because that name among other things implies affordability.

Certainly there has been a lot of negative talk about GMs brands being too old, and perhaps something new is needed. The EV-1 did come out under the direct GM brand.

I wouldn’t complain if they decided to call it the GM Volt.

What do others think?

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Posted by: Lyle

14 Responses to “Will GM Name it the Volt But Change the Brand?”

Steven B Says:
October 2nd, 2007 at 1:34 pm

I would be cool with Volt becoming a new brand name for General Motors, kind of like Toyota did with Scion and is rumored to do with Prius in the future. And since it’s the first E-flex car going to market, E-flex can become a brand-specific technology. Name it the Volt Delta and due the same for other E-flexers in the future. Make a Volt brand name, like with Hummer, but instead of H1, H2, H3, and so on, just give it the name of the platform. So in the future there can be a Volt Epsilon, etc.. That’s what I think. What are everyone else’s opinions? (I definitely like Volt, though)
David Says:
October 2nd, 2007 at 1:38 pm

I find myself wondering when EV vehicles catch on if all the names will then have to stick with something electrical.

I can see an entire naming convention with names like the Lightning, the Eel, the Spark, or the Chair (Though I imagine capital punishment foos might block the latter name from becoming popular).

I imagine they will keep the Volt regardless of what brand it is produced under simply because of all the publicity the name already has. Personally I just want to be available for purchase.
Brian Says:
October 2nd, 2007 at 2:24 pm

If they use the GM nameplate like they did for the EV1, then it would be called the GM Volt.

Hey Lyle, if they did that your domain name (gm-volt.com) might become valuable to them…
Dave G Says:
October 2nd, 2007 at 2:29 pm

I also like the idea of a new brand for the Volt, as this would imply many other E-Flex cars under the Volt brand. But creating a whole new brand might take additional time, which could delay the Volt getting into show rooms. So using an existing brand at first probably makes more sense.

As for using the GMC brand, this doesn’t seem like a good fit, since GMC usually implies big trucks. Chevy seems like the best choice among existing brands.

Perhaps the best path is to introduce E-Flex as the Volt model under the Chevy brand, and then later create a new Volt brand with various model types. Steven B says Toyota is rumored to do this with the Prius, so maybe this is the new trend. Since these cars are going to work differently, a new brand probably makes the most sense long-term.
Matt986 Says:
October 2nd, 2007 at 2:43 pm

Well, ‘Delta’ is used in place of ‘Change’ in some communication. So ‘Global Delta’ could be taken to mean ‘Global Change’. Might be a catchy brand name. Use the E-Flex system as the basis of the brand, and build different vehicle chassis around it.
bruce g Says:
October 2nd, 2007 at 2:46 pm

The title Global Deta Volt seems to suggest rebadging of the Delta Platform Volt for various world markets with all to be produced at Hamtramck. They will be busy.

Or am I reading too much in to it.
ben Says:
October 2nd, 2007 at 2:49 pm

The Volt will have a bigger (positive) impact on the Chevy brand than it would on any other GM brand. It’s probably not strong enough to survive as a brand for multiple cars. Prove the technology with the Volt then come back around in 10 years and transform all of your cars to have the EV option.
Jim Says:
October 2nd, 2007 at 3:41 pm

I really doubt that it would be anything but a Chevy. They have it on their website, but carefully call it the “Concept” Volt. I think it is the same reasoning here - they are being careful not to imply that it is a production vehicle.
kent beuchert Says:
October 2nd, 2007 at 4:17 pm

The first thought is whether being called the GM Volt implies that it can be sold thru any GM dealorship. A I recall, the EV-1 was ONLY available in Chevy dealerships.
Also, if it’s called the GM VOLT and Saturn and Pontiac get their own versions, which I assume they will in order to provide more comprehensive styling/utility coverage for the platform, then that would leave Chevy without a VOLT. I’m thinking they can’t cal it anything but a VOLT. Their other theory, that it would be a Cadillac in order to
make the price more acceptable is totally absurd - $27K is hardly in the stratosphere, or even in Cadillac territory.
Of course, it doesn’t make any difference to me what brand they sell it under.
Neil Says:
October 2nd, 2007 at 7:06 pm

My last experience with a Chevy was a 73 Vega. I’m afraid that colours (lemon yellow) my view of the Chevy label. This is a real break from the past, start a new brand name.
Van Says:
October 3rd, 2007 at 8:58 am

The GM Volt or Chevy Volt would be fine, but let’s avoid the Global Delta Volt. A GD Volt brings divine condemnation to mind. Can you just see Leno and Letterman doing a skit about a GD Volt? VD would also be unwise (Volt Delta.)
Dean Anderson Says:
October 3rd, 2007 at 10:56 am

The brand name raises another issue, how will the the vehicle be distributed? Previously the EV-1 was leased through Chevrolet dealers who found the product to be unprofitable due to the lack of out of warranty services,parts,and labor. Will the dealership’s business plan model be paterned after that of a golf cart distributor’s ?
noel park Says:
October 3rd, 2007 at 2:30 pm

Chevrolet please!!

We are part of the Chevrolet faithful, own 7 Chevrolet vehicles, race Corvettes, and our business is based on Corvette service and parts.

We cannot be seen in anything withour a bowtie on the front. If it becomes other than a Chevrolet, my sales resistance takes a giant leap.
Drake Says:
October 3rd, 2007 at 7:05 pm

As long as the final name is not the Buick Volt, I will be happy.

Will GM Name it the Volt But Change the Brand?

14 Responses to “Will GM Name it the Volt But Change the Brand?”

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